A slowdown in the housing market evident in 2019 which had already reduced demand for refrigeration appliances in the Netherlands was further exacerbated by the emergence of the pandemic, as many consumers postponed the purchase of big-ticket items until they felt more financially secure. Nevertheless, freestanding freezers (dominated by the upright format) experienced a notable upturn in demand in 2020, as local consumers looked for extra storage capacity in order to reduce visits to grocery retailers during the lockdown.
With increasing price-sensitivity reducing overall demand for refrigeration appliances in 2020, consumers placed a greater focus on value for money, forcing retailers to offer price discounts, which ultimately resulted in a decline in the average unit price; freestanding freezers, which saw the highest reduction in its average unit price clearly benefited in terms of volume sales. E-commerce therefore, gained ground as a distribution channel for refrigeration appliances during the lockdown recording impressive double-digit retail volume growth; whilst offering the convenience of home delivery, it is known for its competitive prices, with consumers able to make quick and easy online price comparisons across a number of sites to find the most attractive deals, whilst also being able to read customer reviews before making a final purchasing decision.
Electrolux Home Products (Nederland) BV retained its overall leadership of refrigeration appliances in 2020, mainly due to the positioning of its second- and third-ranked AEG-Electrolux brands and Zanussi-Electrolux. The latter remains a low-priced brand, focusing on volume sales, while AEG is now the mid- to premium-priced brand, focusing on specific appliances.
With an ongoing lockdown heading into the forecast period, local consumers are likely to remain wary about investing in big-ticket items until they feel more financially secure. Overall, demand for refrigeration appliances is therefore set to stagnate; opposing trends will influence this performance with weak volume sales of the dominant freestanding format, while demand for built-in refrigeration appliances is set to see an improvement as the construction of new builds resumes.
While overall volume sales of refrigeration appliances will struggle to return to pre-pandemic levels by 2025, value sales (at constant 2020 prices) are predicted to record a marginally stronger performance, as consumers increasingly upgrade to more developed technology once they feel more financially secure. This trend is likely to be driven by urban consumers who return to their busy lifestyles and value connected appliances that they perceive can make their lives easier.
One incentive to drive further demand for new more energy-efficient refrigeration appliances in the Netherlands has been launched following a court case brought by environmental groups against the Dutch Government in 2014, which was upheld in 2019, forcing it to address the need to reduce the country’s annual carbon emissions. In addition to subsidising renewable energy projects and home renovations, consumers can also hand in their old fridges or freezers, where they can receive at least EUR35 back when they purchase a new appliance.
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Understand the latest market trends and future growth opportunities for the Refrigeration Appliances industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Refrigeration Appliances research and analysis database.
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